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Cultivating consumer-brand relationship in social media : the role of consumer willingness to engage
Chan, Terri H. - In: International journal of internet marketing and … 17 (2022) 1/2, pp. 1-19
Persistent link: https://www.econbiz.de/10014318178
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When connection turns to anger : how consumer-brand relationship and crisis type moderate language on social media
Mosley, Buffy; Schweidel, David A.; Zhang, Kunpeng - In: Journal of consumer research : JCR ; an … 50 (2024) 5, pp. 907-922
Persistent link: https://www.econbiz.de/10014526239
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Oppositional brand loyalty in online brand communities : perspectives on social identity theory and consumer-brand relationship
Kuo, Ying-Feng; Hou, Jian-Ren - In: Journal of electronic commerce research : JECR 18 (2017) 3, pp. 254-268
Persistent link: https://www.econbiz.de/10011746768
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This ad's for you : how personalized SNS advertisements affect the consumer-brand relationship
Tran, Trang; Sen, Sandipan; Van Steenburg, Eric - In: Journal of consumer marketing 40 (2023) 4, pp. 458-469
Persistent link: https://www.econbiz.de/10014276012
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Enhancing participation intentions in online brand communities
Kumar, Vikas - In: Marketing intelligence & planning 40 (2022) 7, pp. 898-913
Persistent link: https://www.econbiz.de/10013393592
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A conceptual analysis of brand intimacy on social media platforms
Almubarak, Alanoud F.; Pervan, Simon J.; Johnson, Lester W. - In: Journal of strategic marketing 26 (2018) 6, pp. 463-478
Persistent link: https://www.econbiz.de/10011976041
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Online customer engagement : creating social environments through brand community constellations
Hammedi, Wafa; Kandampully, Jay; Zhang, Ting Ting Christina - In: Journal of service management 26 (2015) 5, pp. 777-806
Persistent link: https://www.econbiz.de/10011503583
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Online brand community engagement : scale development and validation
Baldus, Brian J.; Voorhees, Clay; Calantone, Roger J. - In: Journal of business research : JBR 68 (2015) 5, pp. 978-985
Persistent link: https://www.econbiz.de/10010516642
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Examining the drivers and brand performance implications of customer engagement with brands in the social media environment
De Vries, Natalie Jane; Carlson, Jamie - In: The journal of brand management : an international journal 21 (2014) 6, pp. 495-515
Persistent link: https://www.econbiz.de/10010423856
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Reaching for customer centricity : wine brand positioning configurations
Dressler, Marc; Paunović, Ivan - In: Journal of open innovation : technology, market, and … 7 (2021) 2, pp. 1-21
This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management … online review text data from each winery. The study identified nine prime words used to describe both brand identity as well … as wine brand image. It revealed word-price clusters of brand identity and image. The results offer insights into …
Persistent link: https://www.econbiz.de/10012601505